Fitness World
Fitness World stands as a beacon in the realm of health and wellness, proudly being one of the most extensive fitness chains across Northern Europe.
Outdoor Campaign, Print, Design
Fitness on my Mind
Renowned for their innovative approach to fitness, they've consistently strived to break the mold, ensuring that their clientele remains engaged, motivated, and above all, entertained. Their commitment isn't just limited to the interiors of their gyms; it's a promise that resonates in every facet of their branding, down to their vehicular fleet.
When presented with the task of revamping the design for Fitness World's van fleet, the challenge was multi-dimensional. The design needed to be impactful, engaging, and above all, it needed to encapsulate the ethos of Fitness World - that fitness is an omnipresent mindset, not just a periodic activity.
The vans in question were white Ford Transits - a canvas waiting to be transformed. With full-wrap coverage available, the scope for creativity was boundless. The initial brief highlighted the need for a design that was not only memorable but also infused with a touch of humor. The underlying message was clear: Fitness World doesn't just think about fitness; they live and breathe it, even on the move.
While brainstorming, the idea emerged to blend the mundanity of driving with the vigor of a workout. Why not craft a narrative where the very act of driving mirrored an intense workout session at Fitness World? This thought led to the conception of two distinct van designs.
The first design played on the van's wheels, transforming them into a set of dumbbells - giving the illusion that the van itself was partaking in a weightlifting session. The second was even more audacious; it depicted the driver, not merely driving, but vigorously pedaling on a Fitness World exercise bike.
These designs not only adhered to the brief but went a step further, ensuring that every time a Fitness World van cruised by, it wasn't just a vehicle; it was a mobile testament to the brand's unwavering commitment to fitness at every turn.
